Business Networking Game

Insurance Industry
Scenario

Everyone plays an organizational unit

in a business network
Claims
A

Brand A

UnderWriting
A

Branding
A

Agent 1

Branding
B

Agent 2

Admin
A

Claims
B

UnderWriting
B

Brand B
Admin
B

Claims
D

UnderWriting
D

Discount

Branding
D

Admin
D

Organization
Organizational unit

Market

The customer mixes and matches

service elements
Categories
Advice

Elements
Yes

No

Brand Marketing

Level
Administration

Group

TypeUnderwriting

Car

Claims

Car

11

Agent

Claims

Discount 5

Individual 7
Home

Travel 10

Home 12

Travel 13

These 13 service elements lead to 2x3x2x3x1 = 36 types of orders

which can be ordered by the market

Players combine their capabilities to

fulfill customer orders
Claims
11

12

13

Under
08

09

10

Brand A
Admin
06

Claims
11

12

13

08

06

12

13

01

02

Under
09

10

Admin

11

03

Agent 1

07

Brand B

Claims

Brand

01
02
03
04
05
06
07
08
09
10
11
12
13

Brand
04

01

07

Under
08

09

10

Discount
Admin
06

07

Brand
05

Agent 2

02

02

Market

= Advice
= No Advice
= Brand A
= Brand B
= Discount
= Group
= Individual
= UW Car
= UW Home
= UW Travel
= CS Car
= CS Home
= CS Travel
= Relationship

Game is playes in 3 rounds

Round 1

Round 2

Round 3

Situation

Stable business network

No price negotiations

Market prices will drop

to introduce market
transparency
Parties start to negotiate
prices

Parties start to invest to

recover margins
The business network
changes in a dynamic
network

Aim

Familiarizing with game

Strategizing

Winning, maximize
network profit share

30 turns (20 min.)

60 turns (40 min.)

120 turns (60 min.)

Duration

At the beginning and during round 3 players are allowed to invest in

new relationships, specializing capabilities and / or buying new
capabilities

In round 3 players are allowed to invest to

recover their margin and to strengthen their
position in the network

Type of
investment

Options

Description

BtoC

Create a direct link with the market

BtoB

Create link ups with other organizations to allow insourcing or outsourcing

Specialize

Any competency
Already in house
(except Branding)

Specialize any in house capability you want

Fixed cost will rise, variable cost will drop

Diversification

Any competency

Buy any capability that you want

Relations

Loan

Players can lend money to invest in case of bad cash position

The end result is a dynamic network

Claims A
11

12

13

Under A

11
08

12
09

13
10

Brand A
Admin A
06

Under B

11

08

13

09

10

Brand B
Admin B
02
05

06

Under D

11

08

13

09

10

Discount
Admin D
06

01

02

07

Brand B
04

01

02

Brand D

07
05

Agent 2
01

01

Claims D
12

03

Agent 1

07

Claims B
12

Brand A

01
02
03
04
05
06
07
08
09
10
11
12
13

02

06

02

Market

= Advice
= No Advice
= Brand A
= Brand B
= Discount
= Group
= Individual
= UW Car
= UW Home
= UW Travel
= CS Car
= CS Home
= CS Travel
= Relationship

= Acquired CE
= Specialized CE
= New Relationship

The Gameplay Game Administrator

Claims
A

Brand A

UnderWriting
A

Branding
A

Agent 1

Branding
B

Agent 2

Admin
A

Claims
B

UnderWriting
B

Brand B
Admin
B

Claims
D

UnderWriting
D

Discount

Branding
D

Admin
D

Organization
Organizational unit

Market

The Gameplay Game Administrator

An order is sent from the market

The Gameplay Player Policy Admin B

Claims
A

Brand A

UnderWriting
A

Branding
A

Agent 1

Branding
B

Agent 2

Admin
A

Claims
B

UnderWriting
B

Brand B
Admin
B

Claims
D

UnderWriting
D

Discount

Branding
D

Admin
D

Organization
Organizational unit

Market

The Gameplay - Player Policy Admin B

Incoming New Order

The Gameplay Player Policy Admin B

Order Selection

The Gameplay Player Policy Admin B

Do it myself

The Gameplay Player Policy Admin B

Assign Suborders

The Gameplay Player Policy Admin B

Negotiate Price

The Gameplay Policy Admin B

Order Status

The Gameplay Policy Admin B

Order Overview

The Gameplay Player Policy Admin B

Investing

The Gameplay Player Policy Admin B

Company Info

The Gameplay Player Policy Admin B

The Yellow Pages

Learning Points

Unclear Interface
Laborious Gameplay
Too Much Operational Thinking
Complicated Negotiations
Unclear Pricing
Yellowpages Price Different From Real Price
Position of Business Units Unclear (KPI-wise)
Too Little Information for Sound Investment
Decisions